Market volatility, rising competition, and more demanding customers are making it more difficult for companies to achieve profitable growth across geographies. To ensure strong business performance, more and more executive teams are pressure-testing and revising their strategies, and ultimately making investments to optimize how they reach customers. To ensure these investments are being made in the right places, executive teams must first pick the right markets to focus on before devising localized business strategies. But picking the right markets is not an easy undertaking, and various pitfalls make it particularly hard. Watch this video to hear Martina Bozadzhieva, Head of Global Research, and Anna Rosenberg, Director for Global Management Insights, discuss our latest research on the topic.
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